2017 September - Board of Directors Meeting Minutes 📝

NOTES

Attending:  Charles Fairbanks (call-in), Kate Griffith, Stephen Janes, Sonja Magdevski (call-in), Matt Murphy (call-in), and Denise Shurtleff

Matt Murphy, President, called the meeting to order.  The August Minutes were approved as read.

Matt Murphy led the review of the August Financials which prompted a discussion of Celebration of Harvest ticket sales and the need to see last minute ticket sales surge, producing at least a break even.  Also discussed was the viewpoint of members who consider participation in the two annual festivals a benefit of membership and who are disappointed with the removal of this benefit.  Winery dues will be increased with an offered incentive.  Those paying prior to January 1st will pay a 25% membership dues increase with all others paying a 30% increase after January 1st.  A letter from the Board will explain the need for an increase and a call for membership support.  

Stacie Jacob of Solterra Strategies reported on the status of the Executive Director Search and Strategic Direction: There are 24 candidates with eleven of them a decided “no” and the balance being “virtually” vetted.  Stacie feels we are seeking a “change agent” with perhaps non-profit or wine business background.  They are being apprised of the funding challenge and member apathy.  More job descriptions are being sent out with perhaps a “buzz” scenario and more candidates a possibility.  About 1/3 of the candidates are from this area with no candidates from other winery associations applying.  After the candidates have been “culled” down to 10 possibilities, the search committee will review the resumes.

The strategic direction report began with a description of the differences between Paso who spends between 1.2M-1.6M (includes $300K grant strictly for promoting in Texas).  A stark contrast with Santa Barbara’s marketing budget not exceeding $40K.  Suggestion to seek grants for outreach to other markets following penetration of core markets.  Stacie noted that 28% or 32 wineries contribute 62% of the dues revenue.  Suggested event marketing changes based on thematic promotion changes such as Paso’s Zinfandel Festival is now Paso Wine Festival and features a “Reserve” pouring event, Grand Tasting, Auction and a pre-event.  Business Associate memberships should start at $1,500 vs. the current lowest tier of $500.  Banks and insurance companies are good business associate prospects with benefits such as tickets to events, presentations at member meetings, website listing with $5K-$10K memberships get their logos on all newsletters.

Stacie felt the focus group sessions were positive discussions.  One of the key focuses would be Santa Barbara restaurants.  We could start a monthly program which recognizes a Santa Barbara restaurant serving wine by awarding them a prize.  Develop a county-wide Santa Barbara Wine Week or, Wine Month in conjunction with tourism partners.   

Matt Murphy’s Vintners Foundation report included the news of DRI’s agreement to remit 10% (example:  $100K of a $1M net income) of the upcoming 2018 DRI Auction income as a fee to the Foundation.  A major accomplishment!

New Business:  Election of 2018 Board of Director Officers..

            President:  Matt Murphy

            Vice-President:  Stephen Janes

            Treasurer:  Ross Rankin

            Secretary:  Charles Fairbanks

Next meeting will be at Flying Goat Cellars, October 18th at 9:000a.

Adjournment